Coca-Cola wanted to amplify their presence among the Student demographic in the South of England. Their idea was to start a campaign that celebrated the small moments of victory in life, such as getting up early to go the gym, or running that extra mile when you felt that you couldn't. They named it This One's For.
To kick off the initiative, we enlisted the help of DJ and producer Jax Jones and emerging hottest urban vocalist Raye to help Coca-Cola reach their target audience. Southampton University teased their students with a secret lecture featuring a surprise guest lecture Professor J. Jones.
On October 10th, students were delighted to find Jax Jones at the decks with guest vocalist Raye who performed a surprise gig to everyone who attended the lecture. We filmed the show and amplified this on socials with the campaign mission statement 'This One's For....attending that early morning lecture.'
Following on from this, Coca-Cola launched their online hub This One's for Music to celebrate those music moments in every day life.
We launched a competition where fans of Jax Jones could win tickets through a ballot to see him perform live.
The campaign culminated in a special show from Jax Jones and Raye plus other guest vocalists at Koko in Camden, London and we created several pieces of branded content around the gig that were amplified through Coca-Cola's and Jax Jones' social channels. The gig was attended by over a thousand people, including a select group of celebrity influencers and guests.